- Mars: Petcare, Snackfood, Wrigley
U.S. Petcare, Snackfood and Wrigley business segments of Mars, Incorporated announced the selection of New York based MediaVest, a division of Starcom MediaVest Group (SMG) owned by Publicis Groupe, as its media planning and buying agency of record for the Hispanic (SMG SMG - MV42) as well as the general market.. The decision follows a comprehensive agency assessment conducted jointly by Mars and subsidiary the Wm. Wrigley Jr. Company to consolidate planning and buying responsibilities for the general and Hispanic market television, cinema and radio within these business segments. The formal review which included MediaVest and incumbent Mindshare follows the merger of Mars and Wrigley last October. As part of the consolidation, MediaVest will assume out-of-home (OOH) and digital buying and planning for Wrigley, while Mars will keep their OOH media with Kinetic NY, a Group M/WPP partner. Digital buying and planning for Mars (the brand) will remain with Digitas.
Joi Tyrrell, is the new SVP Director of Strategy at Mediaabrands Worldwide in New York City (owned by the Interpublic Group). Tyrell has been promoted to her new position after working as Multicultural Media Expert at Initiative, another Interpublic Group Agency. Tyrell will work with both general market and Hispanic market Interpublic Group accounts in order to create efficient multicultural marketing campaigns. She is part of the group that Rick Marroquin, the head of Media Brands’ new Hispanic unit, is creating. New executives of this group will be added soon. To read a recent interview with Rick Marroquin, click here.
- Delta Air Lines
Deleta Air Lines tapped Wieden + Kennedy as its global agency of record. The account will be led by W+K New York with regional support from W+K Portland, Amsterdam and Tokyo. The account is valued at $20 million.
For a story on Ikea’s new store in Tampa and Hispanic Marketing click here.
- Modelo Especial
Modelo Especial launched its first-ever English language campaign in 2008 and will once again execute Hispanic and General Market campaigns in 2009. The expansion of Modelo Especial draft beer will also be key in increasing the beer's popularity in the General Market.
The Hispanic marketing campaign includes two new television spots that will air on national network and cable Hispanic TV. An extension of a campaign launched last year, the new TV spots focus on the quality of the beer and its taste profile, two attributes that are very appealing to the Hispanic population. Modelo Especial will also air four radio spots in the top 20 Hispanic markets. The radio ads include the same type of humor and cultural nuances that characterize the TV campaign, positioning Modelo Especial as a quality beer that appeals to all Latinos. In addition to radio and TV, new out-of-home creative will be introduced this year which will also appear in the top 20 Hispanic markets.
- Jarritos - Novamex
Jarritos soft drinks consumers will be able to turn in their bottle caps for prizes from music downloads to HDTVs through a promotion called Club Jarritos. Club Jarritos pens this month as a points-under-the-caps promotion through its brands Jarritos, Mineragua, and Jarritos Kids.
The promotion is supported on Spanish-language radio, newspaper, magazines, internet, and through alternative media such as eBlasts and text messaging.
Club Jarritos will be supported with heavy media, both traditional and new online and electronic media. Novamex is the Marketing Company in charge.
- Ford - AOL Latino
Ford is marketing to African-American and Hispanic women with parallel programs on AOL Latino and in Essence Magazine.
AOL Latino centers on a new Ford-branded women's destination, Tu Voz, www.tuvozentuvida.com, part of AOL's Latina lifestyle network, "Tu Vida y Mas." Tu Voz, ("your voice"), a Spanish-language resource for Hispanic women will be promoted on social networking sites like Bebo, Facebook and Twitter. The site will feature four coaches in the areas of Lifestyle, Health, Careers and Money who will hold forth on personal empowerment.
David Rodriguez, multicultural marketing at the automaker, says Ford will have branding on the site, as well as digital advertising.
Ford's program with Essence, "Women Driving Progress," centers on health, career and finances with in-book and online Ford-branded sections in the magazine. Part of the initiative includes a contest that invites women to submit a 200-word essay telling why they would be good candidates for empowerment coaching at the 2009 Essence Music Festival, of which Ford is the exclusive auto sponsor.
- Carat – RE/MAX
Carat announced that it has retained the $50 million RE/MAX media account, after a review. The account is handled out of the agency’s office in Atlanta.
RE/MAX SVP of Marketing, Mike Reagan said: "We conducted this review as part of a regular practice to examine our current agency roster. We have always been extremely happy with Carat and after looking at a strong field of candidates, Carat further impressed us with their understanding of our business and the innovative ways they partner with us to reach the consumer."
Carat President Martin Cass said: "It is particularly gratifying to retain business from our existing clients. It sends a powerful signal that they are confident in the work we do and that we are adding value. This win also recognizes our local market strength in Atlanta.”
Intel is repositioning as the "sponsors of tomorrow" in its biggest global marketing campaign in three years. The campaign is the first to be created by Venables Bell & Partners in San Francisco since it won the account from McCann Erickson in January, and the first to focus on the Intel brand rather than a processor product.
It aims to stress Intel's role in producing advances of the digital age and show how it is working on tomorrow's technology. 'Sponsors of tomorrow' breaks today in the UK, US and Germany and includes print, online, outdoor, in-store and online retail campaigns. It will then expand to more than 24 other countries including China, India, Australia and Canada.
- Kaiser Permanente
Kaiser Permanente is adding two new television commercials to its Thrive advertising campaign this month. The 30-second ads are titled "Mural" and "Kabuki".
The $50-million, multi-year Thrive Campaign was created in partnership with Warren, Michigan-based advertising agency Campbell-Ewald, which has worked with Kaiser Permanente since the rollout of the first Thrive ads in 2004, and Accentmarketing, headquartered in Miami, which specializes in the Hispanic market.
The markets the "Mural" spot runs, starting in late April, in both general market and Spanish-language TV, are California, Oregon/Washington and Colorado (Denver). "Kabuki" will run in California, Oregon/Washington, Colorado (Southern), Hawaii and Georgia.
The ads, plus Kaiser Permanente content including health tips, nutrition information, recipes, Thrive music selections and an exercise widget, can be accessed at http://www.kp.org/thrive.
Click here, for detailed contact information on Hispanic Corporate Marketers at these companies and the decision makers at their Advertising Agencies. In addition to information on more than 2,000 Leading Agency and Marketing/Advertising Directors who are targeting Hispanics. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!).
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